How to Turn New Salon Guests Into Repeat Salon Guests


Do you find that most of your salon or spa clients are regulars or “one-offs”? How do you convert more of those one-time only clients into regular guests? Get them connected! Not sure how to get connected, here are some ideas!

Build Email List
Get the email address of every single customer that enters through your salon or spa doors. This simple act automatically turns a customer into a contact. If you are not building an email list you are not growing your business.

Offer a Loyalty Program
An attractive loyalty program must provide guests with perks and rewards starting with the first visit.

1) Service and Retail Purchases
- 1 point for every dollar spent on services
- 2 points for every dollar spent on retail
- 2 points for every dollar spent on series

2) Pre booking Appointments
- 250 points for reserving and maintaining your next appointment at check out

3) Refer a Friend Bonus
- 1000 points for referring a new guest to the salon

100 points is equal to $1.00. Points are eligible to be redeemed for services only. 1000 points is the minimum threshold to redeem and has a value equivalent to $10.00. 
Rewards expire after one year of account inactivity. In order to receive the referral points a new guest must state who referred them on their first visit.

 1) Loyalty Card 
A loyalty “punch card” that offers 1 free service after 10 is perfectly suited for massages, facials, manicures, and waxing.

2) Pre booking Appointments
To entice pre booking at checkout offer the loyalty card immediately and include the service just provided towards the free service.

3) Artificial Advancement 
Increase customer retention by offering the first service plus the service they pre booking as rewards {punches on the loyalty card}. Customers are more likely to complete tasks when closer to the finish line, starting the loyalty card with 2 punches is great incentive for recurring appointments.
Artificial advancement has the best effect when there is a clear reason why the client is receiving the bonus such as new client incentive, loyal guest appreciation or a special sale. One-off clients who don't have a massage habit, may just develop one after receiving a regimen of massages.

Email Follow-Up
Start implementing a repeat visit email marketing strategy the day after a salon/or spa service. 
1) 1 day later - Send a helpful email with important advice regarding color maintenance,  style maintenance tips, or to keep hydrated after a massage. 

2) 1 week later - Send an email where they just check in with the customer. No sales pitch. Nothing. Just a simple email asking them how they’re doing, and then share some data / research about the importance of getting a massage regularly.

3) 2 weeks later - Send an email invitation to join your loyalty program to get them to continue to buying/booking {if you were not able to sign them up in-salon}

So, what do you do to turn new customers into repeat customers? Follow-up is the key. When running a salon or spa business, your job is to make sure your products and services are the best they can be. If you want to sell more, you’ve got to learn how to market your business. Feeling overwhelmed? Hire the experts at BeautyMark Marketing.

Write Your Own Marketing Plan: Step One Evaluate the Past 12 Months

write your own marketing plan

Step One: Evaluate the Past 12 Months
A goal without a plan is just a wish. Investing a few hours at the start of the year to write a marketing plan for your beauty salon or spa can have a huge impact on profitability for the year to come. Before looking to the future, take a look back, appraise your business achievements in order to approach the new year with fresh objectives.

Don’t be tempted to skip the evaluation step, taking the time for analysis allows for more-informed planning. At the end of this evaluation you should have a greater understanding of your business objectives and opportunities. 

Your Salon Numbers
> Did your business meet its financial goals last year?
> Did most of your revenue come from existing salon clients or from new ones?
> What percentage of clients only visited once, never to return?
> Which are your most profitable salon services?
> When did you last increase your prices? 

Your Salon Promotions
> What salon promotional activities did you do? 
> What worked? 

> What didn’t? 
> Why not?

Your Salon Website
> Is your salon website mobile friendly?
> How does your site compare to local competitors’? 
> Has the site design or images become dated?
> Is site copy easy to ready and professionally written?
> Are you ranking high on Google so new clients can find you?

Your Salon Marketing Channels
When you deliver your marketing message using a variety of marketing channels you increase the likelihood of reaching your target audience. Repetition works. 
> What marketing channels are you utilizing?

In-Salon Signage?
> Website?

> Email Marketing?
> Social Media?
> Advertising?

> Marketing Materials?
> New Client Recruitment?
> Loyalty or Reward Programs?
> Contests?

Your Salon Database
> Have you grown your email database over the last 12 months? 
> What incentives have you given guests to sign up?
Don’t forget email contacts are one of your most valuable marketing assets. 

Your Salon New Guest, Loyalty & Reward Program/s
> Do you have salon marketing systems in place for retaining new guests? 
> Are new clients documented and followed up by your team? 
> Have you set up a loyalty or reward program?

Your Salon Competition
Analyze your top 3 competitors.
Review their salon website, their social media, do a mystery shop, look in the local newspaper and read their online reviews. 

> How do they compare to your hair or beauty business?

Your Salon Guest Services
> How do your guest services compare to your competitions? 
> What is the quality of your recruitment and training you provide your team?
> What do your clients think of your guest services and salon services? 
> Take a look at look at complaints and feedback. 

Your Salon Brand
> What message does the appearance of your salon send out?
> Review your salon marketing materials (salon brochures, salon graphics, price and treatment guides, sidewalk signage, etc.). 
Are they on-brand and great selling tools or in need of a major refresh?

What about your own marketing skills? Are you up to the task? Make marketing a business priority this year, invest in professional marketing services.